RAFAELLA DE GUZMAN
052461 Master Fashion Promotion, Communication & Media
IT IS ALL ABOUT AESTHETICS
Probably there was a time where your Instagram was filled with aesthetically and colorful pictures of accessories and inspirational images. That was all due to the brand that takes aesthetics to a different level, Mansur Gavriel. Mansur Gavriel, the brand that conquered as all through their eye-catching content and products.
2010
Floriana Gavriel & Rachel Mansur met
2012
First prototypes
2013
Launched the brand Mansur Gavriel
2014
Most searched product
2016
Won the CFDA Award for Accessories Design
BOOM
Mansur Gavriel was founded back in the summer of 2013 and since then it has become a major accessory and ready-to-wear brand (Nelson, 2015). Two 30-year-old friends founded the brand. Floriana Gavriel who studied fashion and photography at the University of the Arts Bremen in Germany and Rachel Mansur that studied textiles at Rhode Island School of Design (Nelson, 2015). The met in LA in 2010 at an XX concert and they decided to create this “project� because they felt there was a gap in the market for a good handbag that would have a good price (Sherman, 2015). Just think how crazy it was for both, they were at a concert, they started talking, then realized they shared similar aesthetics and thattheyhaveasimilarneed.Todaytheyareknownforcreatingthe post-recession It-Bag (Sherman, 2015) and own a company that generates an 8-figure profit (Sherman, 2018).
But, going back to how the brand started. So they met, they started talking and they eventually they created a private Tumble page where they shared images and inspiration (Nelson, 2015). They wanted to use traditional vegetable tanned leather but also wanted to give it a twist. So after two years of working, in 2012, they created the first prototypes. One was a drawstring bucket bag, the most iconic, and the second was a top-handle horizontal tote. They did the samples in NYC and LA but later they were able to find an Italian producer in the Veneto region. So after getting they prototypes with a budget of $100 they produced a photoshoot. Simple: one pink background, some fruits and a founder with a camera and a vision. They sent their lookbook to different shops and decided to send products to respectable boutiques like Bird and Creatures of Comfort (Sherman, 2015).
The “project” turned into the most wanted product and the most wanted start-up dream.
So, after launching their product it was a clear hit in the market. And it was all due to their first prototype, the simple bucket bag made with high-quality Tuscan leather. Can you imagine that an unknown brand, at the time, like Mansur Gavriel was generating wait-list just like the Hermes Birkin bag? (Sherman, 2015) The founders were not expecting such good turn out. And at the end having such limited amount of products turn their bags into exclusive must-have products. They only work with one factory because they really want to focus on creating high-quality products that are worth every penny (Sherman, 2015). The “project” turned into the most wanted product and the most wanted start-up dream. Mansur Gavriel is sold in 75 retailers including luxury retailers like Net-a-Porter, Barneys New York, Bergdorf Goodman, Colette, and Opening Ceremony (Business of Fashion, n.d).
Later when the brand announced the launching of their e-commerce platform their Instagram followers went full on mode to obtain the most wanted bags for the summer. And actually, within an hour the brand was 95% sold out (Sherman, 2015). The hype for the products was so big that it even created a trading commerce; the customers were commenting on Instagram and trading the bags (Sherman, 2015).
Well, they basically became the first luxury brand for the Millennial Generation (Sherman, 2018).
So what was next for Mansur Gavriel? Well, they basically became the first luxury brand for the Millennial Generation (Sherman, 2018). With their most iconic bag, the bucket bag, they were mentioned in so many articles and were one of the most searched products in 2014 (Sherman, 2015). And in fact, in 2016, they won the CFDA Award for Accessories Design (Sherman, 2018). After making a name for themselves, they expanded the handbag styles. Keeping their neutral colors and their iconic black outside leather with the red inside leather color combination. And after four years they expanded into shoes and into women’s ready-to-wear collection, which they showed in New York Fashion Week (Chitrakorn, 2017). Both extensions received good editorial reviews (Sherman, 2018). Today the brand offers bags, women’s ready-to-wear, shoes and for Pre-Fall 2018 they launched menswear (Chitrakorn, 2018). What is really important is that the brand has been able to maintain the same aesthetic through the years and still be relevant for the consumers.
They show their products with the same simple pink background they did back in 2012. Not only that even after their extension the brand has been able to maintain true to themselves and has been able to keep their customers happy and interested. With their 639K followers on Instagram, they have been able to grow. Both founders believe it is important to tell a story through images, since both before creating the company interned in film companies and saw the importance of images (Chitrakorn, 2017).
That said they have a different approach when it comes to social media. Since they offered in-season presentations, in an article for the Business of Fashion Mansur mentions that “With social media today, the whole system just doesn’t make much sense to us. It also feels much more exciting creatively to share the collection at the same time that it will be offered to the public.� (Fernandez, 2017: Online) Clearly showing the importance of social media to the brand and for their customers.
When you look at the Mansur Gavriel product line you will see the most colorful and aesthetically pleasing products. Each bag made with the high-quality leather that is as high as any luxury brand but with a special twist. Either it is a soft pink bucket bag that will remind you of cotton candy or a yellow leather backpack that will transport you to spring. Mansur Gavriel knows how to touch your inner need for beautiful pieces. When Mansur Gavriel launched their ready-to-wear line they invited people to see the most color-coordinated runway show. Starting from their classic accessories to their knitwear and outerwear (Nnadi, 2017). It was like their inspirational images from Instagram came to live. When looking at the collection your eyes would have found a colorful peace. Since Mansur Gavriel targets a different kind of market they offered see-now-buy-now; which was an interesting marketing method for their debut.
But for their latest show, they changed their communication strategy, no more pink LadurĂŠe pastries but instead added monochromatic sofas (Nnadi, 2018). They invited editors and buyers to their showroom, where they presented again their ability to play with colors and silhouettes. It was a clear game between saturated citrus colors and soft pastels; it was as always a delightful treat to the eyes. The brand has been able to express their 1990s inspiration but not as all the other fashion brands have done it, in fact, Mansur Gavriel adds the femininity side from the 90s (Nnadi, 2019). They use from flowers to an enchanting color palette and their feminine silhouettes for clothing and accessories.
... it was as always a delightful treat to the eyes.
The brand is a combination of product, graphic design, communication and business (Chitrakorn, 2017). Not only do they provide a ravishing product to their consumers but they also provide something extra for them. They offer a monogram machine to personalized the handbags as well as the shoes. Since today consumers want products that go with them and represent them.
Mansur Gavriel is an affordable luxury brand, their products range from $400 to around $1000 (Sherman, 2018). So, it makes it possible for a large majority to get the products they see on their Instagram feed, making it possible to achieve the perfect aesthetic.
You have probably seen pictures on your Instagram feed or have had the privilege to walk through the streets of New York City and seen the full Millennium Pink store. Mansur Gavriel clearly knows how to make you reach for your phone and photograph everything that is related to them. Every detail is thought in a way that will awaken your senses.
Mansur Gavriel in Autumn 2016 launched their first pop-up store in SoHo, NYC. It later became their flagship store (O’Connor, 2017). This store is purely Insta-worthy; definitely, the brand knows how to transform an intangible idea into something tangible. First of, when you walk past the store you walk through windows, you can clearly see the inside of the retail store and appreciate the soft millennial pink from the interiors. It makes you immediately stop to stare. Visual merchandising is not made for selling, it is made to create a feeling in the possible consumers, and Mansur Gavriel for sure knows how to do that (Melotto, 2019).
Picture taken by the author, NYC 2018.
The store has no specific window display, but the store itself is the window display. The intriguing and provoking pink makes you stop and stare inside what is possibly the most aesthetically pleasing store in SoHo. Inside the store, you will find all the products that Mansur Gavriel offers, plus you are able to shop for flowers. That extra touch that the brand provides makes it very unique and true to the brand. The products are organized by colors, therefore when you walk inside the store each product shines by its own.
“We love the idea of creating an immersive environment, something dreamy...”
The store is perfect to photograph, either a mirror selfie on their big mirrors or just the interiors. Even the small corner where you can create a flower arrangement is photogenic. In an article for Vogue, the founders mention that “We love the idea of creating an immersive environment, something dreamy in which every detail is considered. We have always been inspired by thoughtful retail environments, and the opportunity to present our first retail concept, just down the street from our office, is very exciting for us.” (Yotka, 2016: Online)
Since their first pop-up in 2016, the brand has realized the importance of retail, and they actually believe they have an interesting approach when it comes to retail communication (O’Connor, 2017). In 2017 they opened a pop-store in SoHo, but this time it was yellow, Gen Z yellow. Instead of having sweets they offered Italian candies. Of course, the store was Instagramable due to the soft yellow walls (Silver, 2017). They have also done a pop-up store in Madison Avenue, NYC; it was during the holidays back in 2017 (O’Connor, 2017). The store maintained its soft pink aesthetic from its flagship store in SoHo. The Madison Avenue store was meant for new customers that walk through the elegant shopping street of NYC. It allowed the brand to be seen and attract potential customers; the bright color of the store and the products would definitely make anyone stop (O’Connor, 2017).
The brand has currently two stores, their flagship in NYC and one in LA. Both stores are the reincarnation of the brand’s Instagram. Both play with colors and product placement. For anyone who enters either store it is really a place to disconnect from the outside; just like the founders hope it would be. In a Vogue article, they say, “ We wanted to create an environment that serves as an escape from the every day – a dreamy and beautiful world that allows one to take a break from the busy streets.” (Yotka, 2016)
Major stylist and celebrities selected Mansur Gavriel from the beginning. Back when it started Kirsten Dunst, Emma Watson and Miranda Kerr were all spotted wearing the bucket-bag prestige (Sherman, 2015). Today the brand has maintained its prestige. They actually don’t markdown their products but instead, they do sample sales, this helps the brand maintain their position in the luxury aspect (Sherman, 2018).
Over time and over so many seasons Mansur Gavriel has kept the brand’s aesthetic pure. For a brand that grew exponentially through the years and that started as a “project� it is really impressive to still feel and see the vision from the founders.Thebrandisallaboutcolorcombinationand making statement pieces. Unquestionably the brand knows how to keep its customers engaged. Either it is their bags, shoes or ready-to-wear collections for both men and women, Mansur Gavriel it is pure visual satisfaction. And if it was not clear, it is all about aesthetics.
BIBLIOGRAPHY Business of Fashion. (n.d) Mansur Gavriel Company Snapshot. (Online) Business of Fashion. (April 2019) https://www.businessoffashion.com/organisations/mansur-gavriel Chitrakorn, K. (2017) Mansur Gavriel’s 4 Tips for Success as a Fashion Entrepreneur. (Online) Business of Fashion. (April 2019) https://www.businessoffashion.com/articles/careers/mansur-gavriels-four-tips-for-success-as-a-fashion-entrepreneur Chitrakorn, K. (2018) Mansur Gavriel to Launch Men’s Line. (Online) Business of Fashion,(April 2019) https://www.businessoffashion.com/articles/news-bites/mansur-gavriel-to-launch-mens-ready-to-wear-and-accessories CFI. (2019) 5 P’s of Marketing. (Online) (April 2019) https://corporatefinanceinstitute.com/resources/knowledge/other/5-ps-marketing/ Fernandez, C. (2015) Mansur Gavriel to Launch Ready-to-Wear for Autumn 2017. (Online) Business of Fashion. (April 2019) https://www.businessoffashion.com/articles/bof-exclusive/mansur-gavriel-to-launch-ready-to-wear-for-autumn-2017 Leon, S. (2015) @MansurGavriel Talks Instagram. (Online) W Magazine. (April 2019) https://www.wmagazine.com/story/mansur-gavriel-instagram Melotto, E. (2019) The Store Window. Milano: Istituto Marangoni. 28-slide show, distributed 8th April 2019 in lecture 4. Mowatt, R. (2019) Mansur Gavriel Debits New Accessories in Its Minimalistic SS19 Collection. (Online) Hypebae. (April 2019) https://hypebae.com/2019/2/mansur-gavriel-spring-summer-2019-new-york-fashion-week-presentation Nelson, K. (2015) Happy Bags Happy Girls. (Online) W Magazine. (April 2019) https://www.wmagazine.com/story/mansur-gavriel-bag-designers Nnadi, C. (2019) Spring 2019 Ready- to-Wear Mansur Gavriel. (Online) Vogue. (April 2019) https://www.vogue.com/fashion-shows/spring-2019-ready-to-wear/mansur-gavriel Nnadi, C. (2017) Fall 2017 Ready-to-Wear Mansur Gavriel. (Online) Vogue. (April 2019) https://www.vogue.com/fashion-shows/fall-2017-ready-to-wear/mansur-gavriel
Nnadi, C. (2018) Fall 2018 Ready-to-Wear Mansur Gavriel. (Online) Vogue. (April 2019) https://www.vogue.com/fashion-shows/fall-2018-ready-to-wear/mansur-gavriel Nnadi, C. (2018) Spring 2018 Ready-to-Wear Mansur Gavriel. (Online) Vogue. (April 2019) https://www.vogue.com/fashion-shows/ spring-2018-ready-to-wear/mansur-gavriel O’Connor, T. (2017) Mansur Gavriel Delves Deeper Into Physical Retail With Uptown Holiday Pop-Up. (Online) Business of Fashion. (April 2019) https://www.businessoffashion.com/articles/news-bites/mansur-gavriel-uptown-holiday-pop-up Silver, D. (2017) Mansur Gavriel’s Candy Shop Is more Than Just Instagram Bait. (Online) Observer. (April 2019) https://observer. com/2017/02/mansur-gavriels-candy-shop-is-more-than-just-instagram-bait/ Sherman, L. (2015) How Mansur Gavriel Created the First Post-Recession It Bag. (Online) Business of Fashion. (April 2019) https:// www.businessoffashion.com/articles/intelligence/mansur-gavriel-created-first-post-recession-bag Sherman, L. (2018) Mansur Gavriel Exploring Sale of Minority Stake. (Online) Business of Fashion. (April 2019) https://www.businessoffashion.com/articles/news-analysis/mansur-gavriel-exploring-sale-of-minority-stake Sherman, L. (2018) How to Avoid Becoming a One-Hit Wonder. (Online) Business of Fashion. (April 2019) https://www.businessoffashion.com/articles/professional/how-to-avoid-becoming-a-one-hit-wonder Yotka, S. (2016) A First Look Inside Mansur Gavriel’s New York Pop-Up Shop. (Online) Vogue. (April 2019) https://www.vogue.com/ article/mansur-gavriel-new-york-pop-up NOTE: All the images are taken directly from the Mansur Gavriel Instagram to point out their aesthetic and image use. Mansur Gavriel Official Instagram. (Online) (April 2019) https://www.instagram.com/mansurgavriel/